Maha Kumbh 2025: Brands cash in on the world's largest religious congregation

In just the initial days of Paush Purnima and Makar Sankranti, over 5.15 crore devotees have already gathered at the Sangam

With an estimated 40-45 crore people expected to visit the Maha Kumbh 2025 over the next 45 days, the event has emerged as a significant business opportunity for corporations and entrepreneurs.

In just the initial days of Paush Purnima and Makar Sankranti, over 5.15 crore devotees have already gathered at the Sangam showcasing the magnitude of the event. Leading food chains, private enterprises, and corporate giants are capitalising on this massive congregation, seamlessly blending commerce with spirituality to engage millions of pilgrims and tourists.

“The Maha Kumbh is no longer just a religious event; it is a global phenomenon,” said Dr Nomita P Kumar of Giri Institute of Development Studies (GIDS), Lucknow. “It is amazing to see how culture and commerce coexist so seamlessly.”

Mega food courts and vending zones

To cater to the massive influx, the Mela administration has leased out a 100 x 130 ft plot to a private player for a staggering Rs 1.22 crore licence fee, transforming it into a sprawling food court. Additionally, vending zones have been strategically designated across all 25 sectors of the Kumbh, allowing businesses to set up food stalls, amusement zones, and restaurants.

Prominent food brands like Parag, Amul, and Coca-Cola, have gone all out with their advertising and marketing campaigns. Furthermore, kiosks from Mother Dairy, Parle, and Reliance Consumer Products ensure a diverse culinary experience for devotees. “It is heartwarming to see such well-organised stalls offering everything from snacks to dairy products,” said Sunil Kumar, a devotee from Delhi.

He said: "I have heard Domino's and Pizza Hut have set up their stalls at VIP ghat or the area frequented by foreigners. Wish I could go there.

Vijay Chaturvedi, a government official said that some areas of the mela ground have been marked as market zone. Anyone can come and set up units after paying rent.

“This feels like a city within a city. Seeing big brands like Coca-Cola, Domino’s and Dabur here is unbelievable,” said Rajesh Tiwari, a devotee from Varanasi. “It’s a rare combination of spirituality and convenience.”

Corporate engagement at the Kumbh

Major brands have invested heavily in the Maha Kumbh to connect with the vast audience:

•Dabur has set up consumer activation booths promoting products like Chyawanprash, Honey, and Red Paste.

•ITC is running stalls for its FMCG brands, with Bingo! showcasing Uttar Pradesh's culture through reels, fusion snacks, and Mangaldeep Agarbatti hosting havans and bhajans. Using augmented reality, ITC has also introduced virtual experiences of Kumbh Snan and Deepdaan.

•NIINE has set up small kiosks in the Mela area distributing sanitary pads free for the women. This is done in collaboration with NGO Vatsalya.

•ICICI Bank has opened a temporary branch within the mela grounds, offering banking services like currency exchange, fund transfers, and forex services, complemented by a mobile ATM van operating daily from 9:00 AM to 6:00 PM. Sunil Kumar, a pilgrim from Delhi, called these ATMs “a lifesaver.” “I needed cash urgently, and the ATM right here made it so easy,” he said.
Bank of Baroda has launched its new UPI payment app Bob Epay, targeting tech-savvy devotees.

Marketing spend and economic impact

The Confederation of All India Traders (CAIT) projects that Maha Kumbh 2025 will generate a Rs 2 trillion business, with a footfall of over 40 crore anticipated by the event's conclusion on February 26. According to the Confederation of Indian Industry (CII), brands are expected to spend Rs 1,800 crore to Rs 2,000 crore on advertising, encompassing hoardings, banners, LED displays, and mobile applications.

“Kumbh has evolved into a hotbed for innovative marketing, offering a unique platform to showcase products,” said Dr. Kumar. “Take ITC and NIINE, for example—one is promoting its agarbattis, while the other focuses on sanitary pads. With around 50% of the pilgrims being women, these brands are making a lasting impression. When these women return to their villages, they carry the names Mangaldeep and NIINE with them, ensuring the brands’ reach extends far beyond the mela.”

Engaging the devotees

From branded lounges to virtual reality zones, companies are using innovative techniques to connect with pilgrims. Social media campaigns, collaborations with local dhabas, and spiritual-themed product packs further enhance brand visibility. Aditya Birla Sun Life AMC, for instance, launched a special advertising campaign in Uttar Pradesh to leverage the event's reach.

The Maha Kumbh 2025 not only underscores India's cultural and spiritual heritage but also highlights its economic and commercial significance, making it a melting pot for faith and commerce.